论文部分内容阅读
对于企业的世界杯营销而言,获得赞助权益仅仅只是开始,如何通过后期的营销和推广充分发挥赞助的效果更为重要。媒体无疑是企业释放世界杯赞助权益能量的最主要平台。在中国大陆,中央电视台是2014年巴西世界杯的独家持权转播机构,将会独家直播全部的64场比赛,自然而然地成为世界杯赞助商们在中国进行市场推广的首选媒体。目前,包括阿迪达斯、百威、嘉实多、北京现代等巴西世界杯赞助商已经提前获得2014年巴西世界杯赛事直播广告、《我爱世界杯》独家冠名等广告资源。同时,包括淘宝
For corporate World Cup marketing, obtaining sponsorship benefits is just the beginning, and how to maximize the impact of sponsorship through later marketing and promotion is even more important. The media is undoubtedly the most important platform for enterprises to release the World Cup sponsorship rights and interests. In mainland China, CCTV, the exclusive rights-holding agency for the 2014 Brazil World Cup, will be exclusively broadcasting all 64 games and will naturally become the preferred media for World Cup sponsors to market in China. At present, Adidas, Budweiser, Castrol, Beijing Hyundai and other Brazil World Cup sponsors have been in advance for 2014 Brazil World Cup live advertising, “I love the World Cup” exclusive title advertising resources. At the same time, including Taobao